ANALISIS IMPLEMENTASI SEGMENTING, TARGETING, POSITIONING DI PT SETIABUDI PERSADA

The purpose of this research is to analyze the implementation of segmenting, targeting, positioning at PT SETIABUDI PERSADA, this thesis uses a qualitative descriptive research approach which is collected using words, pictures, and not numbers. The results of this study show that segmentation, targeting, positioning at PT SETIABUDI PERSADA has a fairly good implementation. The constraints in implementing the marketing strategy at PT. Setiabudi Persada, namely starting from Market Segmentation (Segmenting) for some people, especially at the age of 25-30 years, buyers still have many other needs that must be fulfilled, Target Market (Targeting) entrepreneurs affected by the pandemic also for workers only for permanent employees, and Market Position ( Positioning) at a place located in the district, the price is quite expensive, there are also many consumers who compare it, and some areas are still under construction.

Keywords: Segmenting, Targeting, Positioning